Beginning his career as a network cameraman, Lionel Coleman’s work expanded beyond the tradition of news stories and quickly reached to the art and depth of stories told well. This early work allowed Lionel to cut-his-teeth in refining his ability to shoot, edit, and tell a story through his innate abilities and by leveraging natural light, clever composition and distinctive sound to mold the perspective and craft his stories. Knowing there was one chance to capture a moment created a pressure filled, adrenaline rush like no other. Whether it was speeding through cities in a presidential motorcade, filming from an open helicopter moments after a major earthquake, or capturing US Marines storming the beaches to restore order in a third world country, moments like these developed and defined his skills as a filmmaker.
Lionel first gained advertising recognition during his tenure as an in-house director at Nike working on such projects as Brand Jordan with Michael Jordan, the Jackie Robinson Project with Ken Griffey Jr., and various campaigns centered around the Olympic games with Michael Johnson, Carl Lewis, Jackie Joyner-Kersee, and Lisa Leslie. His commercial work includes campaigns for GMC, Secret, HBO, Adidas, Remax, Ford, Red Cross, Power Bar, Kia, Gatorade, Proactiv, and Blue Cross Blue Shield. His documentary projects include Monster’s Garage for critically acclaimed Japanese rock sensation B’z, Meaningful Beauty featuring supermodel Cindy Crawford, and GEAR Project featuring NFL player Troy Polamalu.
Lionel is a director and filmmaker who is fortunate enough to work across a wide variety of genres enabling him to continue to craft and hone his skill-set. Every project is considered a new opportunity to explore something unique and different and step out a little further on the ledge bringing clients along on the cusp of innovation and ingenuity. He defines himself and success by the stories he tells – stories to inspire, to entertain, to move, to persuade. That is his focus and passion.